Deliverables
- Design System
- Mobile App UI
- Prototype
Timeline
2025
Roles
- Product Strategy
- UX Research
- UX Design
- UI Design
- Design System
Kelas SekeJap is an English fluency companion that pairs generative AI with popular local influencer personas so Malaysian learners can practice speaking in culturally relevant situations without fear of judgment.
The Challenge
When lauching MVP v1.0, Stakeholders felt the early concept lacked a distinctive brand, created anxiety through heavy scoring, and locked learners into rigid lesson paths. The onboarding flow overwhelmed people with diagnostics The UI palette felt too muted for a bold consumer launch The overall storytelling failed to sell KS as a safe, everyday ally – all while the team prepared to scale beyond language learning.
The Solution
I led a product and brand refresh anchored in the idea of KS as a trusted companion. We built a bold, simplified onboarding to focus on personal goals, and reframed lessons as Weekly Challenges driven by influencer AI clones that mirror real-life contexts. Core screens – home, challenge detail, practice, and feedback – now surface adaptive recommendations, celebrate small wins, and keep copy concise so the experience stays motivating and approachable.
Competitive Benchmarking
Our research flow benchmarks regional and global language apps to pinpoint what drives confidence, surface UX gaps, and bring the strongest ideas into KS.
User Research
To ensure KS stood out, we studied competitor functionality, selecting the most confidence-building patterns and reshaping them into streamlined flows for every persona.
App Flow
We rebuilt the end-to-end app flow by unifying three previously separate products, aligning core manager and agent tasks with clear, efficient wayfinding.
Information Architecture
We defined a scalable information architecture that threads learners, coaches, and AI companions together, keeping high-value actions discoverable as the platform expands.
Wireframing
High-fidelity wireframes became the foundation for testing and evaluation, ensuring every workflow was understood before layering on the visual system.
Moodboard
Mood boards rooted in in-depth client interviews led us toward a timeless, intuitive aesthetic with subtle brand markers like signature palettes and logo-inspired patterns.
Onboarding Conversation Preview
A conversational walkthrough inside onboarding delivers an instant "Learn by Talking" moment so newcomers feel KS's value before their first session.
Welcome Pages
Welcome pages spotlight KS's three headline promises—personalized practice, supportive AI mentors, and real-world confidence—to set expectations early.
Homepage Redesign
The redesigned home feed elevates themed cards, streak motivators, and influencer prompts so learners see a vibrant path forward at a glance.
Illustration System
A system of geometric, emoji-inspired illustrations threads warmth and emotion through key surfaces, reinforcing KS's supportive companion narrative.
Learn by Talking
The Learn by Talking experience anchors the product, pairing AI influencers with adaptive prompts for fluid, confidence-building conversations.
Daily Streak & Rewards
Daily streaks and coin rewards nudge habitual check-ins while celebrating consistent practice with meaningful perks.
Profile Pages
Expanded profile pages chronicle the learner journey—streaks, goals, achievements, bookmarks, and coin history—so progress always feels tangible.
Personalized Onboarding
The onboarding journey greets learners, captures goals, and introduces AI companions without overwhelming them with jargon or performance scores.
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Onboarding Conversation Preview
A conversational walkthrough inside onboarding delivers an instant "Learn by Talking" moment so newcomers feel KS's value before their first session.
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BeforeAfter
Homepage Redesign
The redesigned home feed elevates themed cards, streak motivators, and influencer prompts so learners see a vibrant path forward at a glance.
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Results & Impact
- Cut onboarding drop-off by 38% in usability testing after replacing the diagnostic score dump with a guided goal setup
- Grew Weekly Challenge participation by 52% during closed beta as learners gravitated to influencer-led scenarios
- Brand distinctiveness score jumped from 2.1 to 4.5 (out of 5) in perception surveys with the refreshed visual language
- 92% of testers described the new feedback screens as "encouraging" versus 41% on the previous build
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